Brand Identity

The Brand Tone that emerged from the branding project was to be: more approachable, friendly and bright.

The Traits of the new brand can be summarized as follows:

·         Appeals to a community of boaters and outdoor enthusiasts:

o   Widens CanBoat / NautiSavoir’s target audience and makes It more inclusive of boaters and non-enthusiasts’ boaters.

·         Promotes enjoying spending time on the water:

o   Highlights the social aspect of the organization and generates a more exciting brand personality.

·         Cares for social, educational and environmental interests:

o   More interests are captured which can lead to greater retention of members during the demographic lifecycle.

·         Portrays an inclusive, responsible and fun persona:

o   The brand persona is more relatable to a wider audience while still appealing to current members interest in safety.